Salesforce adds to its $4 billion spending spree by quietly buying another company

Salesforce just bought another company, its third this month, after spending $4 billion on acquisitions over the past year.

Salesforce’s latest acquisition is Gravitytank, a Chicago-based consulting agency. The deal was announced through Gravitytank’s website.

A Salesforce representative confirmed the transaction but declined to disclose the price.

Gravitytank is slightly different from the types of companies Salesforce has been scooping up lately, which were mostly in the tech software and artificial intelligence spaces.

According to its website, Gravitytank is an “innovation consultancy” with a more than 60 people, a third of whom are teaching at universities. It primarily offers branding advice to its clients and has done work for Frito-Lay and Goodyear previously. The company was founded in 1999.

In any case, it’s an interesting move given how most tech deals of this scale are done to acquire engineering talent.

It’s also a sign that Salesforce CEO Marc Benioff won’t stop his record-high acquisition spree anytime soon. During his most recent earnings call, Benioff hinted that the buying spree would most likely continue through the end of the year.

“This M&A window, I talked about that I think on the last call, openly in the press, seems to have opened for the year,” he said. “I think it will probably close, probably at the end of this calendar year. But it’s been incredible time for us to acquire some phenomenal assets.”